Murray Darling Conservation

When the River Murray suffers, so does South Australia. Dry Rivers Kill was a two-phase campaign designed to jolt public awareness and stimulate action regarding the plight of the Murray.Powerful, succinct, and uniform messaging, with a high-impact colourway, was created to reinforce the consequences of a depleted Murray River system. This assisted to personalise the message while complementing the two-phase campaign strategy.The result was a massive spike in engagement, broad community recognition, and political pressure in the lead-up to the election. Dry Rivers Kill shifted public sentiment from curiosity to accountability, proving that simple, bold outdoor campaigns can create real impact.